AIRMIC is the professional association for those involved in risk management and insurance within their own companies. The important annual conference also includes a major exhibition space for delegates to explore different options open to them.

Certus used this major aveneue to its customer base for several years with a cost-effective, but striking, stand design.

As part of the selection process to take part in the (then) Inland Revenue’s Better Guidance Programme to rewrite the tax manuals in plainer English, over 100 copywriters were asked to complete this standard copy test.

On the basis of this, I was selected as part of a team of 20.

It gives a good idea of ‘after’ (front page), with ‘before’ on page 2.

A striking black and yellow theme reflecting well-known hazard warning signs was combined with images of the Red Arrows – known for their ability to turn well-calculated risk into the ‘reward’ of spectacular air displays.